Impact of Promotional Strategies on Consumer Buying Behavior at M&S

This project proposal investigates the impact of promotional strategies on consumer buying behavior, specifically focusing on Marks and Spencer in London. The introduction highlights the significance of promotional strategies in the retail industry, emphasizing their role in attracting consumers and enhancing sales. A literature review explores the importance of promotion for business, various promotional strategies within the retail sector (such as product concessions, price discounts, and advertising), and the stages of consumer buying behavior. The research aims to evaluate M&S's promotional strategies, analyze factors influencing consumer behavior, and examine the impact of these strategies on buying decisions. The methodology section outlines the pragmatic research philosophy, inductive research approach, and survey strategy for data collection, including both primary and secondary data sources. The project also details the time horizon, sampling methods, and ethical considerations. Overall, the study aims to provide insights into how promotional efforts influence consumer choices and contribute to the success of retail businesses.

PROPOSAL:
Impact of promotional strategies on consumer buying behavior:
A case study on Marks and Spencer, London

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................1
Significance of promotion for business..................................................................................1
Promotional strategies in retail sector....................................................................................2
Consumer buying behavior.....................................................................................................2
Impact of promotional strategies on consumer buying behavior...........................................3
AIMS AND OBJECTIVES.............................................................................................................4
RESEACH METHODOLOGY.......................................................................................................4
Research philosophy...............................................................................................................4
Research approach..................................................................................................................5
Research strategy....................................................................................................................5
Time-horizon..........................................................................................................................6
Data collection........................................................................................................................6
Data analysis...........................................................................................................................7
Sampling.................................................................................................................................7
Ethical issues..........................................................................................................................7
TIME PLAN....................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Retail Industry has developed significantly in the recent past to create an effective impact
on the growth and development of national economies of countries. Consumers has diverse needs
and preferences, the industry seeks effective measures to attain the same (Silayoi and Speece,
2007). Promotional strategy is one of the most significant tool to enhance sales within the
industry. Retail consumers tend to shift easily to competitive firms thus impacting the sales of
the company. Effective promotional measures help business units in attracting consumers to
enhance the sales of the company (Saunders, Lewis and Thornhill, 2012).
LITERATURE REVIEW
This segment of the study focuses on analyzing and evaluating the secondary research
data for the current topic. It helps the researcher in creating a broad perspective about various
issues involved with the research topic and its impact on various businesses as well. It is a
theoretical base for the current investigation which will help in determining the nature of whole
study.
Significance of promotion for business
Promotion is the key resource which helps in growth and development of the company or
business. According to Kotler and et.al., (2012) Promotion is an effective measures which helps
the business in creating its identity and growth within the market. This help companies in
understanding the needs and demands of consumers and developing various strategies to enhance
sales within the market. Ghodeswar (2008) define promotion as an act of publicizing the product
or service of he company in order to create wide market demand and sales. Promotion is a crucial
part of the business as it helps organization in strengthening its market position by enhancing the
competitiveness of the organization.
According to Deliya and Parmar, (2012) promotion is the food for the growth and success
of business. Global market prospects and vast reach of the businesses has developed wide
prospects for business growth within the economy. Consumers have immense options within the
market. Promotion is the tool which helps business in creating market demand by analyzing
consumer needs and presenting the products in such a way that it effectively meets the needs and
requirement of the consumers thus creating wide market demand. Hence it can be clearly
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determines that promotion is a specific tool which helps in linking consumer needs with product
features for the company.
Promotional strategies in retail sector
Retail industry is the most vibrant and vulnerable industry in the economy. The business
operations of the industry focuses on charging margin for making product of different companies
available to the ultimate consumers under one roof. Egan, (2007) examines that retail segments is
highly volatile and that small change in the strategies creates vast impact on organizational
growth and profitability. The industry is continuously growing and has developed vast market
competition.
The most successful promotional strategies used by the retail sector include product
concession, price discounts, advertisements, delivery promotions, sales promotion etc. These
strategies focus on creating a wide impact on overall growth of the business firms. According to
Finne and Strandvik, (2012) these are the most common measures to communicate product
availability within the market and enhance market sales. Product concessions includes strategies
such as buy one get one free, cross product sale, free samples, weekly or seasonal discounts for
driving timely sales.
Price discounts are the measures where the businesses offer significant percent of price
cut discounts on products, fixed price amount discount is also implemented by the businesses
while discount vouchers are modern measures which help companies in enhancing market sales.
In addition to this advertisement is one of the most common and effective means of promotion.
Companies presently are focusing on developing effective and unique means of advertisements
in order to enhance market sales. Online advertisements are a developed and digital version of
advertisement where companies target digital consumers as well.
Consumer buying behavior
Gilligan, (2012) defines consumer buying behavior as the decision processes and acts of
people involved in buying and using products. Organizations analyses consumers buying
behavior efficiently in order to enhance the growth and development of the company within the
competitive market. The buying behavior of the consumer helps in creating an effective impact
on the organizational growth and development within the market. Consumer buying behavior
includes the following stages.
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Illustration 1: Consumer buying behavior
(Source: McLoughlin, 2009)
Impact of promotional strategies on consumer buying behavior
Illustration 2: impact of promotional measure on consumer buying behavior
(Source: Meek, 2003)
Promotional measures of the company widely impact the buying behavior of the
consumers. This helps the business unit in developing wide impact on the growth of the
organization by enhancing market sales within the market. Consumers in today's dynamic
economy have high expectations, and their behavior is unpredictable. It is critical to understand
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what promotional offers are presently having the highest impact (Pinto, 2010). Promotional
strategies develop an effective measure to correlate the organizational sales with marketing
patterns to enhance demand within the economy.
Promotional strategies are crucial to the success of the business. They are responsible for
enhancing the profitability and productivity within the company. These strategies are required to
be unique and differentiated so that competitive advantages can be attained (Davies, 2010).
Apart from that there is a need to reach the larger audience so that products and services can be
promoted at higher level. It gives the opportunity for expansion. These will have a high impact
on the minds of the consumers.
AIMS AND OBJECTIVES
Ab research is conducted to attain aim of the study which helps in developing a definite
structure and design for the research. The current study focuses on evaluating the impact of
promotional strategies on consumer buying behavior. Marks and Spencer London will be
referred for the current study. In order to attain the aim of the research, following objectives will
be created:
 To evaluate various promotional strategies for retail business growth
 To analyze factors which influence consumer buying behavior
 To examine the impact of promotional strategies on consumer buying behavior
In order to attain the research objectives the research questions are developed. Research question
for present study will be:
1. What are the various promotional strategies used by Marks and Spencer London?
2. What are the factors that influence consumer buying behavior for Marks and Spencer?
3. What is the impact of promotional strategies on consumer buying behavior for Marks and
Spencer?
RESEACH METHODOLOGY
Research philosophy
Research philosophy helps in developing a well developed structure of the research study
in form of a broad framework which comprises perception, beliefs and understanding of several
theories and practices that are used to conduct a research. Research philosophy suggests the
researcher about how the report must be constructed to develop the effective results. Present
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research seeks to evaluate the impact of promotional measures on consumer buying behavior.
For this study pragmatism philosophy will be adopted as the research seeks to develop an in-
depth study on the basis of situations and consequences for the company (Creswell, 2013).
Positivism philosophy will not be appropriate for the research as it is a rigid measure for the
study and is unable to consider the social values and consumer perception. Interpretative on the
other hand cannot be adopted for the study totally as this research is based on the qualitative
results only (Davies, 2010). However the present study demands a mixed measures to closely
examine the impact of promotional measures on consumer behavior. Hence pragmatism
philosophy is most appropriate for the study.
Research approach
This part of the research methodology focuses on finding out effective measure to
approach the current study and how the researcher will attain the set objectives. Research
approach is an effective measure to attain research needs and measures to attempt the research
problems. The two major ways in which research approach is attempted are inductive and
deductive. For the present study inductive research approach will be implemented. The
researcher will attain the research results on by collecting the data from various sources and
interpreting the data for the same (Kuada, 2012). A considerable sample size will helps the
researcher in providing a valid idea about the strategies that helps consumers in buying products.
Deductive approach on the other hand is the one which approach the research question on the
basis of hypothesis. The author has not chosen this approach as the study of the research topic is
subjective and do not involve an in-depth study. Moreover the research aim demands effective
idea about subjective perception of consumers thus inductive approach is selected over deductive
approach.
Research strategy
This part of research methodology seeks the methods of conducting the research and
collecting data as well. Research strategy focuses on solving research issue to attain the results
for the given objectives (Saunders and et. al., 2009). It definitely defines the measures in which
the research must be developed and attempted in order to attain the required results. Various
research strategies adopted by researchers to attempt the research questions are surveys, case
study, grounded theory, experimental research, Casual research strategy etc. For the present
report the researcher will adopt is survey strategy. The aim of current research study is to analyze
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the impact of promotional measures on consumer buying behavior. Survey measure will help the
researcher in developing effective measures to attain the data from consumers of M&S. This
method of data collection will support the inductive research approach as well.
Time-horizon
Time horizon is one of the most crucial part of the research study. This segment of
research methodology analyses the time horizon that the study will impact upon. The major time
horizons that define the study are longitudinal and cross sectional. The current study will fulfill
the cross sectional time horizon (Kuada, 2012). The study focuses on analyzing the impact o
promotional strategies on consumer buying behavior. The study will closely examine the
measures that are implemented by the companies and its impact for the present time frame. The
study attempts to attain the research questions to resolve the research issues. Limited time frame
is a major factor for the same (Davies, 2010). On contrary to this longitudinal study is a long
term research whose research objective is broad takes a long time period to be attained. The
present research topic is specific and attempts to develop the set research objectives hence
longitudinal time horizon will not be applies for the given study.
Data collection
This is one of the most significant part of the research study as it focuses on developing
an effective impact on the research analysis. Research results are attained by critically examining
the research results attained from the data collected from selected sample or other sources as
well. For the current study, the researcher will adopt both primary and secondary means of data
collection which will help the researcher in attaining the specific and authentic data for the given
research (Kumar, 2014). The researcher will attain the primary data from the consumers of M&S
to attain the research aim which entails to study the impact of promotional strategies of consumer
buying behavior. This measures will collect the fresh and new data for the research which will
help in enhancing the research authenticity and reliability. The emphasis of research aim bends
towards social issues as well. Thus current research aim helps in attaining the same. Surveys
through a well-structured questionnaire will help the researcher in collecting the primary data for
the research (Kuada, 2012). Secondary data collection measure includes the secondary hand data
which is collected from various sources such as annual report of the organization, organizational
websites, news articles, books, journals and previous researches as well. The researcher will
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implement this measure in order to enhance the reliability of the research and develop the
authenticity of research.
Data analysis
This is yet another significant part of research. Data analysis helps the researcher in
effectively structure the collected data and seeks the effective results for the same. This measure
helps in developing and designing the research by effectively structuring research findings. As
discussed above that present study will collect data by using both primary and secondary sources
of data collection (Tarone, Gass and Cohen, 2013). The evaluation of data helps in attaining
effective results for the given study. The present study includes both qualitative and quantitative
data for the research. The data analysis measure that the researcher will adopt will be both
qualitative and quantitative data analysis measures. Implementing data analysis tools such as
SPSS and statistical measures helped in gaining the appropriate and reliable results. Both
qualitative and quantitative tools will be applied to gain a detailed idea about the social factors
which helps consumers in buying products (Johnson and Christensen, 2008). The mixed tools for
data analysis will be adopted for research because the research problems demands critical
analysis of social issues existing within the market. The qualitative tools will efficiently help the
researcher in analyzing the vast numerical data and representing the same for the further
understanding. Thus the research problem demands the both qualitative and qualitative data
analysis methods (Creswell, 2013).
Sampling
Sampling measures helps in developing an effective measure of selecting the sample size
for the research to enhance research appropriateness. This helps the researcher in developig the
research authenticity and reliability. Section of right sample helps in enhancing research
effectiveness. Hence for the present study the consumers of M&S London will specifically be
specified population for the given study. A sample size of 50 consumers will be selected to gain
the effective information for the present study. For this consumers visiting M&S situated at
Charing Cross road of London will be surveyed using systematic sampling technique.
Probabilistic method of sample selection will be adopted for the present study. This will help the
researcher to gain the reliable data for the report. For this measure systematic sampling method
will be implemented which will help in minimizing biasness and inefficiency. The researcher
will survey every 20th consumer visiting the store at M&S at Charing Cross road.
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** Assumption: Average footsteps in store is 1000 per day
Systematic sampling method= Population/sample size
(1000/50=20)
Ethical issues
Researcher will follow all ethical rules and regulations for maintaining ethical completion
of the whole investigation. The researcher will develop the report by adhering the structure
provided by the university in order to develop the structured report. Research data for the report
will be authentic and valid. The researcher will not manipulate of misinterpret the data to attain
the research objectives. Moreover, for secondary research valid sites and researches will
approached by the researcher. Proper referencing and citation will authenticate the research. In
addition to this the data collected from the consumers will be used wisely and effectively.
Personal information of the participants will be secured and safely used.
TIME PLAN
In order to attain the objectives of the research, and to construct a well structured
dissertation following time plan will be adopted.
Activity/Week 1 2 3 4 5 6 7 8 9 10
Writing the research proposal
Reading and understanding the literature
Finalization of the objectives
Drafting the literature review
Collection of secondary data
Analysis of the secondary data
Development of research approach
Drafting of research methodology
Formulating the questionnaire
Arranging interviews
Conducting interview
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Gathering of the information
Findings of the Draft
Evaluation of the data
Finalizing other chapters
Draft findings chapter
Submission to tutor and awaiting feedback
Revising the final draft
Printing and binding
Submit
Time allocated for this research is 12 weeks and hence efforts will be incorporate to
complete the same in the period. For this purpose, above mention time frame will be followed
strictly. Apart from this, resources that will be used in this research are internet, computer,
books, journals, stationery item and related.
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REFERENCES
Books and Journals
Creswell, J. W., 2013. Qualitative, Quantitative, and Mixed Methods Approaches. 4th ed. SAGE
Publications, Inc.
Deliya, M. M. and Parmar, M. B. J., 2012. Role of packaging on consumer buying behavior–
Patan district. Global Journal of Management and Business Research. 12(10).
Finne, A. and Strandvik, T., 2012. Invisible communication: a challenge to established marketing
communication. European Business Review. 24(2). pp.120–133.
Ford, A., Moodie, C. and Hastings, G., 2012. The role of packaging for consumer products:
Understanding the move towards' plain'tobacco packaging. Addiction Research &
Theory. 20(4). Pp. 339-347.
Ghodeswar, B. M., 2008. Building brand identity in competitive markets: a conceptual model.
Journal of Product & Brand Management. 17(1). pp. 4-12.
Kotler, P. and et.al., 2012. Business Marketing Management: B2B. 11th Ed. Cengage Learning.
Kuada, J., 2012. Research Methodology: A Project Guide for University Students. Samfunds
literature.
Kumar, R., 2014. Research Methodology: A Step-by-Step Guide for Beginners. SAGE.
McLoughlin, D., 2009. Strategic Market Management: Global Perspectives. John Wiley & Sons.
Meek, R., 2003. Strategic Marketing Management: Planning and Control. Routledge.
Saunders, M. et. al., 2009.Research Methods for Business Students, Harlow: Prentice Hall.
Saunders, M., Lewis, P. and Thornhill, A., 2012. Research Methods for Business Students. 6th ed.
Pearson.
Johnson, B. and Christensen, L., 2008. Educational research: Quantitative, qualitative, and
mixed approaches. Thousand Oaks, CA: Sage Publications.
Silayoi, P. and Speece, M., 2007. The importance of packaging attributes: a conjoint analysis
approach. European Journal of Marketing. 41(11/12). Pp.1495-1517.
Singh, K. Y., 2010. Research Methodology. APH Publishing.
Tarone, E. E., Gass, S. M. and Cohen, A. D., 2013. Research methodology in second-language
acquisition. Routledge.
Online
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Pinto, J., 2010. BENEFITS OF INTEGRATED MARKETING. [Online]. Available through:
<http://interlinkone.com/marketing/2010/03/12/benefits-of-integrated-marketing/>.
[Accessed on 1st December 2015].
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